Here’s How to Make Content That Works for You
If you’ve ever scrolled through Instagram or TikTok and seen the big names in real estate, it might seem like they have entire content teams working behind the scenes to keep their profiles buzzing. And honestly, many of them do. With professional videographers, editors, and social media managers handling their content, these agents can easily look like they’re everywhere, all the time.
So how is a solo agent supposed to compete with that? The good news is, you don’t need a big team to create a high-impact social media presence. With a strategic approach, you can produce content that looks just as polished, engaging, and professional—all on your own.
The key is learning how to maximize every opportunity. For example, when you get a new listing, that single property can fuel multiple pieces of content across your channels. Here’s how you can turn one house tour into an entire suite of posts, making you look like you have a content team behind you, even if it’s just you and your phone.
From One Listing to 12 Posts: The Ultimate Content Strategy for Listing Agents
1. House Tour Reel or Video
Start with the basics: film a high-quality house tour using the professional photography or video footage you’ve already arranged for the listing. Walk through the home and highlight its best features, giving potential buyers a virtual open house experience.
Bonus Tip: Use trending audio or music to make your reel more discoverable and engaging on Instagram or TikTok.
Embed social media example: https://www.tiktok.com/@authorify/video/7429376988156235054
2. New Listing Aesthetic Slideshow
Create an eye-catching slideshow using a selection of the listing photos. Choose images that capture the aesthetic and lifestyle appeal of the home—think cozy living spaces, beautiful kitchens, or unique architectural details. Pair this slideshow with a compelling caption that describes the home’s best features, and don’t forget to include key details like the location, price, and standout amenities.
3. FAQ Response Reel
Engage with your audience by creating a reel in response to common questions about the property. For instance, if someone asks about HOA fees, parking, or the school district, film a quick video answering the question. This not only shows your expertise but also builds rapport with potential buyers by being responsive and informative.
Bonus Tip: Use Instagram's "Reply with a Reel" feature to directly answer comments on your posts, making your content feel even more interactive.
4. Behind-the-Scenes of Prepping the Open House
Showcase the behind-the-scenes work that goes into preparing an open house. This could be a time-lapse video of you setting up the space, arranging marketing materials, or adding the finishing touches to make the home shine. This type of content gives potential clients a glimpse into the effort and professionalism you bring to every listing, helping them see the value you provide as an agent.
5. Agent’s Favorite Things About the Listing
Film a reel or create a carousel post highlighting your favorite features of the home. Share what makes this property stand out to you, whether it’s the incredible view from the master bedroom, the charming historical details, a beautifully landscaped backyard, or a unique architectural feature. By sharing your personal perspective, you make the listing more relatable and help potential buyers see it through your expert eyes.
6. "If You Lived Here..." Series
Create a series of short videos or posts that imagine what life would be like if someone lived in this home. For example:
- If you lived here, this coffee shop would be your new local hangout.
- If you lived here, you’d be just steps away from a morning run on the nearby rail trail.
- If you lived here, you could take your dog to this fantastic dog park every weekend.
This kind of content helps potential buyers visualize themselves in the home and connects the property to the lifestyle they’re looking for.
7. The "Sold!" Announcement
When the property is sold, make sure to create a celebratory post or reel announcing the sale. This is an opportunity to showcase your success as an agent, share any positive feedback from your clients, and encourage others to reach out if they’re thinking about buying or selling.
8. Market Stats and Local Insights
Use the listing as a jumping-off point to share market insights or neighborhood stats. Create a post or reel discussing the current market trends in the area, recent sales data, or how this listing compares to others in the neighborhood. This not only promotes the listing but also establishes you as a knowledgeable expert on local real estate.
9. Client Testimonial or Partner Agent/Broker Perspective
If you’ve worked with the sellers before, ask if they’d be willing to share a quick testimonial about their experience working with you. Alternatively, if you collaborated with another agent or broker on this listing, ask them to share a quick testimonial about their experience working with you. This could include their insights on how you navigated the sale, your negotiation skills, or how you went above and beyond to get the home ready for market. This type of content showcases your ability to work effectively within the real estate community and builds credibility with both clients and other agents.
10. Polls and Questions to Engage Your Audience
Use Instagram Stories or Facebook polls to engage your followers with the listing. For example:
- “Which feature do you love most about this home: the kitchen or the backyard?”
- “Would you prefer a house with a pool or a larger garden?”
This not only creates interaction but also provides insights into what your audience finds appealing.
11. Share Real Estate Tips Inspired by the Listing
Use the listing as inspiration to share real estate tips with your audience. For example, if the home has beautiful staging, create a reel about the importance of staging when selling a home. If it has unique architectural features, you could discuss how to highlight such features when selling or buying.
12. Instagram Story Highlights
Add all the content you create about the listing to a Story Highlight on your Instagram profile. This allows potential clients to easily find and view everything related to the listing, even after the initial 24-hour story period has passed.
Think Like a Content Creator
The key to maximizing your social media presence as a real estate agent is to think of everything you do as an opportunity for content. One new listing isn’t just a single post—it’s a chance to tell a story, educate your audience, and showcase your expertise in multiple ways. By repurposing and diversifying your content, you can reach a wider audience, keep your social media feeds fresh and engaging, and establish yourself as the go-to real estate expert in your market.
Remember: The more you share, the more you build your personal brand and stay top-of-mind with potential clients. So next time you get a new listing, challenge yourself to create at least five (or more!) pieces of content around it—and watch as your online presence grows stronger, one post at a time.